ASSIGNMENT ABOUT WHAT IS MARKETING

Running head: MARKETING
Marketing
Name of the Student:
Name of University:
Author Note

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MARKETING
Executive Summary
The Digital Marketing Practices of Apple has been studied in this report. The target market of
the company has been studied while paying attention to the segmentation and positioning of the
brand. The digital media channels and contents have been evaluated in the report. A SWOT
Analysis has been conducted to assess its internal environment and strategies of the brand.

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Brand Overview
Apple Inc. is a multinational technology company which has its headquarters situated in
California, America. The company develops, designs and sells consumer electronics, online
services and computer software. It is one of the four largest technology company across the
globe alongside Amazon, Microsoft and Google. Some of the hardware products of the company
include iPhone, iPad, personal computer Mac, iPod, Apple Smart watch, AirPods and HomePod
(Apple.com 2020). The software products of the company includes iOS, macOS, tvOS,
watchOS, iTunes, iWork, Safari and so on. Apple also offers online services, under which comes
the iOS Apple Store, iTunes Store, Mac App Store, Apple Music, iMessage, Apple TV+ and
iCloud.
The company was founded by Steve Wozinak, Steve Jobs and Ronald Wayne in 1976.
The intention of the company, initially was to sell the Apple II computer in the market, which
quickly grabbed the attention of the customers. The company started seeing financial success
since 1980s. Apple has been critically acclaimed for the marketing of the products, all across the
globe. Apple is considered to be one of the most valuable companies in the world with the
greatest revenue collection among technology companies (Apple.com 2020). Apple ranks third
after Samsung and Huawei, for the manufacturing of phones. Apple has great customer base in
the market and even greater brand loyalty.
Target Market
Apple is a premium brand as they offer premium products in their premium price range.
The primary customer base of Apple Inc. comprises of the teenagers. Teenagers tend to get
attracted and excited by the product range and offerings of the company the most. Even tough

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the company has been through rough times during the fall of their stock value, there has been
traits of brand loyalty despite those factors. Apple Inc. offers products which target the upper and
upper middle class sections of the society with premium levels of income, as not everyone can
afford Apple products due to their premium pricing. People might want to purchase Apple
products, but is because of the pricing, that customers are unable to afford the products. Thus, the
wealthier sections of the society constitute of the primary customer base of Apple. The
millennial generation are more updated with latest technology and features which are offered by
Apple, thus, they are addressed by the company to be able to sell the products and create a base
of customers who are eager to be associated with the brand and remain loyal in the market.
Business personnel are also targeted by the company as they look fr value for money and
tend to get intrigued by the offerings of the brand. All the products which are offered by the
company, has quality and worth which can be used by businesses and use for efficient operations
and communication purposes. Higher end businesses, often tend to have Apple products which
makes programs and operation of the entire business organized and meeting quality and
standards in the markets. Apple is a brand which has been able to create niche for their products
which, no other company has been able to create in the specific category. This is attributed to the
exceptionally marketing practices which are followed by the company to stay in power in the
industry and attract more customers while earning loyalty from the existing ones.
The target and market segmentation of the company can be defined as between the age of
18-55 approximately, both male and female. The income of people is not only the only factor
which plays at large, but also the lifestyle of the customers, which goes hand in hand. People
who are open to change and are tech savvy are targeted by the company to convert the potential
customers into successful ones. It has been found out that people who have been associated with